100% Home Delivery/Takeaway in Egypt

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Executive Summary

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TRENDS

100% home delivery/takeaway is a popular foodservice sector in Egypt as most Egyptian consumers like to order food for lunch, rather than go somewhere to eat. The choices of 100% home delivery/takeaway outlets are endless, with each offering a wide range of menus and prices. Independent 100% home delivery/takeaway operators offer cheap food and serve a wide range of consumers and operate at a lower cost than chained players, being located in less popular areas and selling meals for as cheap as EGP10.

COMPETITIVE LANDSCAPE

Domino’s Pizza led sales in 2016, recording a value share of 35%. The brand is well established in Egypt, with more than one branch being available in every important area in the market. In addition, 100% pizza home delivery/takeaway is the most established chained sector in Egypt. The company’s commercial strategy is based on the highly competitive prices it charges, as well as its heavy use of online promotions, especially through social media platforms such as Facebook. The Domino’s Pizza Facebook page is regularly updated with information about the latest promotions and new product launches and can be easily accessed by the brand’s many Egyptian followers.

PROSPECTS

100% home delivery/takeaway is expected to grow healthily during the forecast period at a value CAGR of 5% at constant 2016 prices – a slight increase from the review period CAGR of 4%. The current economic turmoil in Egypt is expected to decline in 2017 and companies are set to regain trust in the Egyptian market. In addition, the government floated the Egyptian pound against the dollar at the end of 2016 and the exchange rate is now relatively stable, after rising from EGP8 to EGP20.

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